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Customer-based brand equity of lost customers

This thesis explores the reasons why customers stop buying brands. The first part quantifies what proportion of customers defect for the reasons that are within and beyond brand managers' control. The second part examines how the reasons for defection impact on post-defection brand equity of former brand.

Identiferoai:union.ndltd.org:ADTP/269032
Date January 2009
CreatorsBogomolova, Svetlana
Source SetsAustraliasian Digital Theses Program
LanguageEN-AUS
Detected LanguageEnglish
RightsCopyright Svetlana Bogomolova 2009

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